Marketing is a messy game. There aren't a lot of easy ways to predict how the people will react to your products, so the best you can do is figure out how to get them talking about it before it comes out. Then you have to find how how to keep them talking about it afterwards. Sometimes it's obvious the PR teams are just throwing darts at a board and praying something sticks. Here are some of those moments, ones that will leave you scratching your head, laughing, or saying to yourself, "I remember that!"